Last week, I wrote about the impact of Andy Slawetsky’s motorcycle jacket on the entire imaging industry. OK, so I exaggerated (again). . You’ll recall the patch on his jacket, “I hear you. I just don’t care.” No, it didn’t actually change the entire industry. But, it did describe what many dealers feel is the perspective of some of their vendors. Dealers attempt to communicate (read that, complain) and are, often as not, rebuffed.

But, and here’s a shocker, that cuts both ways. Yes, vendors have, over the years, attempted to let their dealers know what they need to form at least a semblance of a partnership. And, to a great degree, they’ve been ignored. So, while last week, we examined this issue from the perspective of the dealer, let’s spend a few minutes reversing the roles. What is it that vendors are trying to tell their dealers?

Don’t skate hardware and supplies – remember skating? Buying at the maximum quantity discount level and then “sharing” with unauthorized dealers at the “quantity one” price. It would seem that everyone wins here. But, that’s simply not the case. Vendors lose total control of their distribution channel. Who cares, you say? Some have no problem sending equipment and supplies outside of their territories. But, what about the possibility of equipment and supplies coming into your territory? Not so much fun now, huh?

Not everything is a “rush” order – “We understand your need to install and invoice equipment as soon as the order is written. But, assuming that we can ship at the speed of light every time is simply not realistic. Better planning would help us both. You don’t want to be our warehouse. We don’t want to be yours. Let’s meet in the middle.”

Don’t cheat on major account pricing – this has become a huge issue. A dealer commits to, say, 1,000 units for a single account BPO. The account buys only 800. Rather than run the risk of having to increase the price to the account because of the shortfall, some (but not you) will sell those 200 units to geo accounts at the major account price. That’s just wrong. The vendor made a commitment based on the anticipated purchases of a single account – a contract not met. They’re asking that we don’t spread that benefit to another account who hasn’t earned it.

Don’t poach from my branch ­– we hear cries of outrageous indignation when a vendor branch calls on our accounts. Yet, many dealers (again, not you) won’t hesitate to try to steal a branch account using another brand. Fair? I think not.

Don’t make the DSM your sales rep – opinions as to the role of the DSM vary greatly. They train, introduce new equipment, help with new programs, help in the ordering process (of course), monitor credits and warranty claims, etc. Yet, we insist upon using the DSM as an additional sales rep, some even asking them to cold call with their own reps. Think about this for a moment. Using the DSM as intended lets you multiply their impact – one touching many. Using them as a sales rep results in one touching only one – a terrible waste of potential.

As was the case when we reviewed some of the issues dealers are having with their vendors, we’ve presented only a few issues here. Obviously, there are many more on both sides.

Remember the patch on Andy’s jacket? “I hear you. I just don’t care.” We have enough hearing. What we need on both sides to forge true partnerships is more caring.

About the Author

Lou Slawetsky worked for Sperry Rand and Xerox. Slawetsky is an avid fisherman and big game hunter. He is fond of skydiving, rock climbing, surfing and stamp collecting. An excellent golfer, Slawetsky just missed qualifying for the PGA Championship at Oak Hill in 2013. Lou was part of Penn State’s first graduating class and he now resides in Florida with his wife of 40+ years.